An Application of Aaker’s Methodology to the Measurement of Customer Perception of Brand Personality of Lagos State as a Tourist Destination
No Thumbnail Available
Date
2017
Authors
Ajeyalemi, Oladipupo Folorunsho
Dixon-Ogbechie, Bolajoko Nkemdinim
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Business Administration, University of Lagos
Abstract
Anthropomorphism is the belief that brands can possess human characteristics, which raises
a tendency to assign human traits to inanimate objects. It is on this premise that Brand
Personality takes its roots. Brand Personality has been defined as ‘the set of human
characteristics associated with a brand’. Several studies in the measurement and influence
of Brand Personality abound, however there has been a dearth of studies in the Nigerian
literature. The objectives of this study were to develop a scale to measure customer
perception of Brand Personality using Aaker’s methodology, and to apply such scale to
measure perception of Brand Personality of Lagos State as a tourist destination. The
population of the study was consumers of 8 tourist destinations selected via a preliminary
study, while a purposively selected sample of 908 respondents completed self-administered
questionnaires developed using Aaker’s methodology for measuring Brand Personality. The
result was analyzed using Exploratory Factor Analysis resulting in a four-factor model with
items loading above 0.50. The scale was adjudged to be stable after carrying out
Confirmatory Factor Analysis with all relevant statistics within recommended levels. The
findings showed three factors with strong similarity to two of Aaker’s Brand Personality
Dimensions (Ruggedness and Excitement) and unveiled two more Factors – ‘Insightfulness’
and ‘Bizarreness’. It was concluded that Aaker’s methodology is suitable for developing
scales to measure consumer perception of Brand Personality in the tourism industry.
Description
Keywords
Brand Personality, Tourism, Confirmatory Factor Analysis, Lagos State, Nigeria